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Public Relations Specialists

Public Relations Specialists

Description

Engage in promoting or creating an intended public image for individuals, groups, or organizations. May write or select material for release to various communications media.

Skills

  • Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
  • Active Listening - Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
  • Complex Problem Solving - Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
  • Coordination - Adjusting actions in relation to others' actions.
  • Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
  • Instructing - Teaching others how to do something.
  • Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • Monitoring - Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
  • Negotiation - Bringing others together and trying to reconcile differences.
  • Persuasion - Persuading others to change their minds or behavior.
  • Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
  • Service Orientation - Actively looking for ways to help people.
  • Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
  • Speaking - Talking to others to convey information effectively.
  • Systems Analysis - Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
  • Systems Evaluation - Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
  • Time Management - Managing one's own time and the time of others.
  • Writing - Communicating effectively in writing as appropriate for the needs of the audience.
  • Top

Knowledge

  • Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
  • Clerical - Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
  • Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
  • Computers and Electronics - Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
  • Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
  • English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
  • Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
  • Top

Tasks

  • Arrange public appearances, lectures, contests, or exhibits for clients to increase product or service awareness or to promote goodwill.
  • Coordinate public responses to environmental management incidents or conflicts.
  • Confer with production or support personnel to produce or coordinate production of advertisements or promotions.
  • Consult with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.
  • Coach client representatives in effective communication with the public or with employees.
  • Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
  • Develop plans or materials to communicate activities undertaken by organizations that are beneficial to the environment, public safety, or other important social issues.
  • Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
  • Prepare or deliver speeches to further public relations objectives.
  • Plan or conduct market or public opinion research to test products or determine potential for product success, communicating results to client or management.
  • Plan or direct development or communication of programs to maintain favorable public or stockholder perceptions of an organization's accomplishments, agenda, or environmental responsibility.
  • Prepare or edit organizational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
  • Respond to requests for information from the media or designate an appropriate spokesperson or information source.
  • Study the objectives, promotional policies, or needs of organizations to develop public relations strategies that will influence public opinion or promote ideas, products, or services.
  • Update and maintain content posted on the Web.
  • Write press releases or other media communications to promote clients.
  • Top

Work Activities

  • Analyzing Data or Information - Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
  • Coaching and Developing Others - Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
  • Communicating with Persons Outside Organization - Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
  • Communicating with Supervisors, Peers, or Subordinates - Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
  • Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.
  • Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.
  • Developing and Building Teams - Encouraging and building mutual trust, respect, and cooperation among team members.
  • Documenting/Recording Information - Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
  • Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
  • Getting Information - Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Guiding, Directing, and Motivating Subordinates - Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
  • Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
  • Interacting With Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
  • Interpreting the Meaning of Information for Others - Translating or explaining what information means and how it can be used.
  • Judging the Qualities of Things, Services, or People - Assessing the value, importance, or quality of things or people.
  • Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
  • Monitor Processes, Materials, or Surroundings - Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
  • Monitoring and Controlling Resources - Monitoring and controlling resources and overseeing the spending of money.
  • Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
  • Performing Administrative Activities - Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
  • Performing for or Working Directly with the Public - Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
  • Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
  • Provide Consultation and Advice to Others - Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
  • Resolving Conflicts and Negotiating with Others - Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
  • Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.
  • Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
  • Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
  • Training and Teaching Others - Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
  • Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.
  • Top

Personality Traits

  • Achievement/Effort: Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
  • Adaptability/Flexibility: Job requires being open to change (positive or negative) and to considerable variety in the workplace.
  • Analytical Thinking: Job requires analyzing information and using logic to address work-related issues and problems.
  • Attention to Detail: Job requires being careful about detail and thorough in completing work tasks.
  • Concern for Others: Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
  • Cooperation: Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
  • Dependability: Job requires being reliable, responsible, and dependable, and fulfilling obligations.
  • Independence: Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
  • Initiative: Job requires a willingness to take on responsibilities and challenges.
  • Innovation: Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
  • Integrity: Job requires being honest and ethical.
  • Leadership: Job requires a willingness to lead, take charge, and offer opinions and direction.
  • Persistence: Job requires persistence in the face of obstacles.
  • Self Control: Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
  • Social Orientation: Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
  • Stress Tolerance: Job requires accepting criticism and dealing calmly and effectively with high stress situations.
  • Top

Related Careers

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